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Commercialization of Campus Music

In recent years, campus music has been commercialized gradually. More and more enterprises are interested in being the sponsors of college music festivals or award competitions of campus singers. Campus singers and songs are not confined to college campus any more but being pushed to the market gradually.

The following factors can account for this phenomenon. On the one hand, some enterprises’ paying more attention to campus music is out of their sense of commitment to the society. They want to set healthy enterprise images before the public. On the other hand, nowadays entertainment marketing is very popular. Enterprises want to utilize entertainment activities to improve their notability and influence. College students, as the focus of the whole society, are a good choice for these enterprises. Of course, these musical activities have brought more chances for campus singers to show their talents to the public. Besides, campus songs have gotten more wide spreading. However, commercialization of campus music to some extent reduces its uniqueness. Induced by fame and wealth, some campus singers try to cater to the tastes of the public and lost their own styles gradually.

Therefore, in order to make campus music develop more healthily, both the sponsors of music activities and our campus singers should pay more attention on music itself but not profits.

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